Abstract

Bundles, content, smart access, segmentation

This report takes a look at the major developments in services being bundled
with Internet access. It analyses trends in triple and quadruple-play bundles,
their convergence and their economic impact on vendors. It also explores deep
product line strategies: digital home, rich communication, secure access, and
opportunities tied to segmentation.

Report's key questions

At a time when telecom markets are stagnating, what possible growth
outlets are there for telcos?

What are the major innovations in the area of services bundled with
access: additional services, content, smart access, segmentation?

What are the assets and limitations of bundling strategies? How do bundles
affect ARPU, margins and customer loyalty?

Will adding content to the equation bring growth and, if so, for which
type of operator?

Is enhancing access with other services closer to telcos' core business a
sound development strategy?

Is segmentation operators' main strategy for handling the explosion in
traffic on the networks?

Can telcos sell quality of service?

Table of Contents

1. Executive Summary

2. Methodology

3. Introduction

3.1. Background and objectives

3.2. Key factors in supply-side strategies

3.2.1.Technlogical developments

3.2.2. Structure of demand

3.2.3. Increased competition

3.2.4. Economic situation

3.2.5. Regulatory situation

3.2.6. Telcos' market objectives

4. Service bundles

4.1. Definition: cross-selling & bundles

4.2. Usage: bundling is a market reality

4.3. Vendors positioning on quadruple play bundles

4.3.1. Changing positions

4.3.2. Vendor's positioning with respect to the quadruple play

4.3.3. Bundling strategies by type of vendor

4.4. The triple play

4.4.1. Triple play as industry standard and the gradual disappearance of
standalone offers

4.4.2. Examples of triple play bundles

4.5. The quadruple play

4.5.1. Quadruple play bundles still a novelty

4.5.2. Examples quadruple play bundles

4.6. Analysis of bundling strategies

4.6.1. Triple and quadruple play pricing strategies

4.6.2. Bundles' economic impact on ARPU, churn and margins

4.6.3. How far can existing customers be monetised?

4.6.4. Perspectives: IPTV's role in triple and quadruple play bundles,
and the search for convergence

5. Access + content strategies

5.1. Definition

5.2. Operators' positioning on offers that include content

5.3. Must-have services

Premium TV

VOD

PVR

5.4. Content that lends an edge

Music

Games

5.5. Packages that combine different types of content

5.6. Strategic analysis: integrator, aggregator or provider of quality
access: which is the way to go?

6. Smart access

6.1. Introduction

6.2. Rich communication

6.2.1. Services bundled with landline calling

6.2.2. Rich mobile communication

6.2.3. Location-based services

6.3. Digital home

6.3.1. Access to content

6.3.2. The home network

6.3.3. Remote access to the home

6.4. Secure access

6.4.1. Storage and security

6.4.2. Insurance

6.4.3. Payment

6.5. Opportunities in services close to telcos' core business, with
prospects for bigger margins and an edge over the Internet giants

7. Segmenting services

7.1. Segmenting access solutions to monetise the network

7.1.1. Usage-based billing

7.1.2.Speed-based billing

7.1.3. QoS offers

7.1.4. Capping traffic to educate users

7.1.5. Market opportunities tied to the type of network, and a niche
target market

7.2. Family offers: targeting individuals and their circle to secure
loyalty